EXPERIENTIAL Marketing as Predictor of the Consumer Perceived Value of Agritourism Business in Davao REGION

Abstract

Agritourism is a growing industry that offers tourists opportunities to experience agriculture and farm life. Despite its reputation as a sunshine industry, the agritourism business faces challenges worldwide; many customers believe that most companies fail to deliver what they need or want. This study examines how experiential marketing (EM) predicts consumer perceived value (CPV) in the Davao Region. A descriptive correlational design was used, and the data were analyzed using means, Pearson's r, and multiple regression. A survey of 307 agritourism visitors measured the five dimensions of EM (sense, feel, think, act, and relational experience) and the six dimensions of CPV (installation, professionalism, quality, price, emotional value, and social value). The results showed that experiential marketing status and consumer-perceived value were very high. Correlation and multiple regression showed that EM has a robust, positive, and significant correlation with all dimensions of CPV, with act experience emerging as the best predictor of CPV. The regression model explained that 65 percent of the variance in CPV can be attributed to the combined variations of EM. The findings highlight that tourists' multisensory experiences at an agritourism site play a vital role and can predict CPV when they revisit and explore the farm again.